Many clients focus primarily on metrics such as (media equivalency metrics) Media Value and Ad Equivalent Value, often overlooking other important indicators like Media Contacts, Sponsorship Contacts, and Visibility Share.

Let’s take a closer look at Visibility Share.

What Is Visibility Share?

Using a TV broadcast as an example, Visibility Share—expressed as a percentage—measures the proportion of time a brand is visible during the entire broadcast. In simple terms, it shows how concentrated the broadcast is with sponsor branding or a specific sponsor asset.

The same principle applies to social media video content and static digital assets (e.g., images), where Visibility Share is calculated as the share of branded content relative to the total volume.

Why Is Visibility Share Important?

Ad Equivalent Value is heavily influenced by overall media performance and external factors such as broadcast markets and timing, exceptional moments that generate widespread coverage, sporting results and a few more factors. Visibility Share contributes to Ad Equivalent Value, but the latter can fluctuate significantly due to these external drivers.

Visibility Share, by contrast, primarily depends on the branding setup captured during coverage. Factors such as camera angles or unexpected exposure can influence it, but it is not dependent on the overall media reach of the event.

Our research shows that some events with modest media exposure achieved higher Visibility Share than comparable events that generated substantially greater media value.

Conclusion

When assessing sponsorship ROI, Visibility Share is a key indicator to monitor, as it provides clear insight into how effectively a brand is presented across media coverage.

Would you like to learn more about how Visibility Share impacts your sponsorship results or properties? Get in touch with us.

Also, let us know in the comments below which KPIs are important for you!